Branding agency Wedge works together with Californian company Ami Ami to create a unique decoration that captures a pattern of 10 half moons on the wine boxes. The new approach breaches into a refreshing and artful brand identity that is comprised of a tonal palette in the form of geometric figures. These are made to celebrate the Campari characters that were first made by Fortunato Depero in the 20s and 30s.
Founder of the studio Justin Lortie explains to Dezeen, "Boxed wine never had a brand, it just had a poor connotation. In America, boxed wine is associated with frat parties – you can put two and two together – or the poorest of poor quality. The day the Californian founders decided to import good quality French wine and put it in a box is when box wine needed a true brand to signal something different."
Image Credit: Wedge
Key Themes Behind This Trend
- Artful Box Packaging
- The collaboration between Wedge and Ami Ami showcases a unique, artful approach to boxed wine packaging, breaking away from traditional norms.
- Geometric Design Trend
- Wedge's use of geometric figures in the tonal palette of the wine box design reflects a current trend in graphic design.
- Rebranding Boxed Wine
- The creation of a distinct brand identity for Ami Ami's boxed wine shows a disruptive potential to change the perception of boxed wine, elevating it from its negative connotations.
Where This Applies
- Packaging Design
- The collaboration between Wedge and Ami Ami demonstrates innovative possibilities in the field of packaging design, creating an artful and distinctive look for boxed wine.
- Graphic Design
- Wedge's use of geometric figures in the wine box design reflects a current trend in graphic design, showcasing the potential for creative and visually appealing branding.
- Wine and Beverages
- Ami Ami's venture into rebranding boxed wine highlights opportunities in the wine and beverages industry to break away from traditional packaging and create unique brand identities.
